brighter futures - Maxis Annual Report 2015

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Maxis Berhad
Annual Report 2014
Our Customers
As we began our journey to deliver an
Unmatched Customer Experience, we
knew it had to be done in a way where
no stone was left unturned. That meant
a holistic and structured Customer
Experience Framework, where there
were Voice-of-Customer Insights and an
“engine” to continuously improve.
That also meant taking a long hard look
at the fundamentals, to figure out what’s
wrong and fix it. We had to get the basics
right, and have a strong foundation to
build upon.
So, we set up multiple Voice-of-Customer
platforms to gain valuable insights and
outside-in-views. With customer analyses,
we identified customer pain points
and even new opportunities. What we
learned was that we had to simplify our
customers’ journey - from the moment
customers take up our service to using,
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paying, engaging, renewing and even
leaving us should they choose to do so –
and try to create ‘LIKE’ moments during
their journey.
We are customer-centric in our core
processes and we took ideas from
employees across the organisation to
identify improvement fixes. Changes
in our customer journey processes
have systematically been implemented
throughout the year. Even our
management team volunteered to ‘buddy’
with our colleagues at call centres, or
attend to our customers at the Maxis
Centres to experience the customers’
journey and gain on-ground insight.
In a nutshell, we eat, breathe and live
everything and anything to do with
customer experiences.
CUSTOMER SERVICE EXCELLENCE 2.0
It all boils down to supporting our
customers’ communication needs, and
at the same time bringing them the
best value proposition in technology and
device innovation.
To support us in doing this, we have
expanded our presence, ensuring our
service channels and touchpoints are
designed to deliver the best standards
in service experience. Our modernised
Maxis Signature Retail stores are equipped
with state-of-the-art systems and
facilities to deliver best-in-class services
for our customers. We also offer a full
suite of services to complement device
propositions such as best mobile Internet
plans, trade-up offers, device insurance,
and product tutorials and live demos. So,
walk-in customers can now browse and
try out the widest range of latest devices
and accessories on display at our stores.
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Our Customers
There are also many more ways for our
customers to get in touch with us. Besides
our Contact Centres, we have other digital
touchpoints like our corporate website,
Maxis Online Store, social media, livechat
channels as well as dedicated apps
(MyMaxis & RED App).
In addition, we have a dedicated team of
account managers for daily interactions
with our Enterprise customers, as well as
a direct service management and delivery
team to manage complex projects.
Our obsession with customers and
valuable insights gained over the years
have also driven us to continuously
enhance our service standards through
many ‘LIKE’ moments in our quest to
simplify the Customer Journey.
maxis.com.my/customers
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Maxis Berhad
Annual Report 2014
Maxis Berhad
Annual Report 2014
Our Products
THE INTERNET: ALWAYS BETTER WITH
MAXIS
MaxisONE
Simple
and limitless
We are relentless in making the Internet available
to all customers. Our worry-free propositions,
relevant Internet packages and an affordable
smartphone range are appealing to consumers
and will set to drive mobile Internet growth.
POSTPAID
Data Sharing
with up to 5
devices, even
smartwatches
Voice calls
and SMS are
limitless to all
networks
The Internet is
Always On with
data boosters from
for
200MB
RM10
Roam the world
(106 countries) at
one low flat rate of
RM38 per day
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When our customers make connections with
other people via voice or text or the Internet, or
listen to music, search for information and more,
they shouldn’t have to be constantly checking the
minutes and quota, but instead be immersed in
the connections they are making.
We believe our customers should feel free when
they communicate, so in May 2014, we made a
significant breakthrough by launching our new
postpaid MaxisONE plan.
It is the ONE Internet plan with limitless talk
and text and worry-free roaming, allowing
our customers to truly feel free when they use
their phones.
Worry-free Promise
Postpaid customers get the most out of mobile
Internet when they subscribe to one of our many
relevant packages. However, those who decide
to continue with pay-per-use mobile Internet can
do so with our worry-free proposition introduced
in July 2014, where total charges are capped at
RM50 (250MB). Any usage beyond 250MB will
still be free at lower speeds (64kbps).
We also provide a safety net for any accidental
usage. This means that if you accidentally turn
on mobile data on your phone, we will not charge
you for up to this amount of quota.
So, no matter what, there will be no extra, hidden
or unexpected costs.
That’s our worry-free promise to our customers.
Device Trade-Up Programme
Our Trade-Up programme made it convenient
for our customers to upgrade to the iPhone
5s, HTC One (M8) or Samsung Galaxy S5.
Customers could trade in any of their phones and
receive rebates when they sign up to a monthly
commitment of at least RM78 per month, for 24
months.
PREPAID
#Hotlink is the only prepaid that provides Always
Free Social Chat on any chat app, every day.
Customers are forever in the know with free
basic Internet - even when they run out of high
speed Internet quota. Our prepaid customer
experience was further amplified this year when
we introduced the Hotlink RED App, which
amplifies #Hotlink’s ‘Always On’ experience.
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Simply download the App and what you get is a
best-in-class self-serve app that allows you to
check call and SMS balance and purchase Hot
Tickets for your ‘wallet’, manage your Activ10,
upgrade to #Hotlink, get the latest promotions,
Facebook passes and boxes of surprises.
Both Android and iPhone users can enjoy one
of the most innovative and advanced apps in
the world offering epic experiences. The Hotlink
RED App lets customers manage their Hotlink
accounts in a much easier way and ultimately
enjoy a truly rich experience.
For an enhanced experience, any customer with
the app automatically gains access to year-round
#LiveLifeLoud rewards, which include VIP
access to their favourite celebrities, exclusive
giveaways such as autographed merchandise
and instant daily rewards, epic experiences of
going to music festivals and concerts as well
as opportunities to be up close & personal with
inspiring personalities.
Hotlink also offers affordable smartphone bundles
with a free six months Mobile Internet (MI) pass
for convenient access to MI for prepaid users.
INTEGRATED SERVICES
On the Home broadband front, our customers
enjoy seamless Internet experience at home or
on the go. We already provide a good experience
with fast speeds at some of the best prices in
the market with 10, 20 and 30Mbps plans. Now,
customers on the MaxisONE Plan will enjoy
even better value, with even more in the pipeline
including mobile and home fibre broadband
bundled products.
Our Home services are available to more than 1.6
million homes with our own-built fibre footprint,
and in partnership with TM.
ENTERPRISE: DIGITALISING BUSINESSES
Maxis Enterprise serves over 50,000 businesses
nationwide, across the SME, Corporate and
Public Sector segments. This achievement is due
to our first mover advantage in the enterprise
arena, and our experience over the years stands
us in good stead to provide innovative, end-toend business solutions, across mobile and fixedline connections.
Our business customers are focused on winning
and gaining from business opportunities that are
out there in their respective industries.
They want reliable services that they do not need
to worry about and require a communications
provider, who is also a technology partner, to
introduce them to new ways of working and
leveraging this digital era with all its digital tools.
Being a business enterprise ourselves, we
firmly believe this transition to the new future is
essential, and have had to transform ourselves
first towards becoming digitally savvier.
We have digitalised the way we operate as a
company, and in turn, are digitalising
our customer interface, moving from piecemeal to integrated solutions, from rigid and
non-scalable solutions to mobile-enabled,
flexible tools. Ultimately, we want our business
customers to operate in a similar way by
recognising the potential of what mobile
communication can achieve.
While designing this plan, we knew scalability
was important for small businesses that wanted
to grow. We also understood that predictability
was important, so not only did our plan have
to be limitless, it had to also provide a
worry-free experience.
But that isn’t all. To be truly valuable
to our customers, we also have a range of
services that enables them to digitally
engage their own customers.
We now have FINDIT, the largest business
directory in Malaysia that comprises of our
business customers. We also offer mobile pointof-sales solutions for businesses, and even cloud
services and Data Centre hosting services.
Our full suite of fixed service runs on our own
fibre infrastructure and data centres, and Maxis’
Business Fibre Internet is the first in the country
that comes with a wireless backup service as a
Business Continuity measure.
For 2014, we also continued to drive our Unified
Communications and Mobility Solutions. Maxis’
Managed M2M enables enterprise customers
to have real-time control over their connected
machines for improved efficiency, along with the
flexibility of data sharing across SIMs and endto-end mobile and fixed solutions. These include
vertical-specific solutions such as Remote Health
Monitoring via connected devices.
One Decision, Many Solutions
Our Enterprise division provides SMEs and
large corporations with seamless mobile
and fixed services. In 2014 we launched
MaxisONE Business, a mobile plan that offers
limitless voice, SMS, worry-free data and
business grade services.
maxis.com.my/products
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Maxis Berhad
Annual Report 2014
Maxis Berhad
Annual Report 2014
Our Network Transformation
95%
88%
2014
2G Coverage
3G Coverage
Mobile data continues to grow
exponentially. With an increase of
60% in 2014, data traffic has become
the key driver for total traffic in our
network. This increase was mainly due
to streaming and web browsing which
accounted for nearly 80% of the traffic.
To ensure our network has enough
capacity, we continued to upgrade our
backhaul to direct fibre and IP-based
microwave. Since the network remains a
critical component of our transformation
journey, we invested RM1.1 billion in 2014.
We also invested substantially in providing
diverse fibre paths to better protect our
network against the effects of fibre cuts,
theft and vandalism.
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Our network is still expanding and as
of end 2014, our 2G and 3G networks
covered 95% and 88% of the population
respectively. Meanwhile, our new and
modern 2G and 3G networks cover more
than 75% of the population, with emphasis
on specific market centres and secondary
towns around the country. With 4G LTE
device penetration increasing, our 4G
LTE coverage is rapidly expanding and
approaching a third of the population.
In collaboration with MCMC, we rolled
out mobile services to underserved
areas. Working together with the industry
players, we enabled Domestic Roaming for
Maxis at nearly 300 sites under the Time
3 program. In addition, we have activated
over 260 sites using RAN technology.
Customer experience insights
During the year, we acquired new
capabilities to gauge our network service
performance. Tools and systems
were upgraded to better understand
customers’ experience and with these
deeper insights, we are now able to
enhance and optimise the network to
provide an unmatched mobile voice and
data experience for our customers.
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Our Network Transformation
The network was tested for
download speeds, website loading
times and also YouTube streaming
– three key areas important to the
customer’s network experience.
Results indicated that we surpassed
our desired targets:
Download speeds of
more than 1Mbps,
80% of the time
Zero buffering
on YouTube, 96% of the time
Popular web pages
loaded in less than 8 seconds
Extreme network testers take
to the streets!
Since our network is the single most
important driver of customer experience,
we obsess over the smallest detail. As
part of our ongoing commitment to
deliver the best data experience, in
November this year, 1,000 of our
employees came together to form the
biggest army of ‘extreme testers’ to put
our network through high-pressure tests
in key market centres across Peninsular
Malaysia. The main objective of this
exercise was to get first-hand experience
of Maxis’ newly modernised network
coverage and check if our network can
withstand this extreme testing.
The test results were critical in
serving as an important benchmark to
continuously improve and understand
what goes into providing an Unmatched
Customer Experience. We also engaged
an independent global information and
measurement company, Nielsen, to
conduct a total of 2,120 tests across Klang
Valley, Penang, Kuantan and Johor Bahru.
While we achieved our targets, we will
continue to raise the bar for ourselves and
extend a superior network experience to
even more areas.
maxis.com.my/transform
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Maxis Berhad
Annual Report 2014
Maxis Berhad
Annual Report 2014
Our People
People and Culture
When we began our transformation journey in
late 2013, we knew the focus would be towards
creating a great workplace. We spent a huge
amount of energy and resources on it, and will
continue to do so.
Creating a truly great workplace requires
creating a great culture. One that keeps
attracting smart and talented people from
diverse backgrounds, to come and be part of.
A core part of our efforts was to create a
common set of shared values, one that defines
what Maxis is and what it stands for. We also
clearly outlined our ambition to be a company
admired for excellence.
than multiple micro-promotions because of
seniority. We now have a smaller number
of capable managers to lead our teams of
individual contributors.
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Living the MaxisWay
We believe through a lot of initiatives over the
past year, we are getting closer to becoming a
company admired for excellence. We introduced
the MaxisWay programme to drive a new
culture and a new way of working and we’ve
spent all of 2014 on embedding its values.
High Performing Organisation
Maxis tightly links rewards to results and
behaviours. Instead of seniority and status,
we prioritise performance and potential, and
promote this through numerous incentives and
rewards programmes, and benefits that are
standardised across all levels of employees.
We have completed a year-long, company-wide
training on the MaxisWay and how we want the
new Maxis to work and behave. All employees
attended the programme, called Living the
MaxisWay, which was facilitated by our own
internal “change agents”.
This is part of our culture change process – to
get our people focused on real achievement
and growth. Making employee rewards as
competitive as possible and a fair reflection
of employees’ performance and potential, is a
critical part of our efforts.
MaxisWay 2014
These are some of the activities we had to
cultivate the MaxisWay. For our first year, we
have been busy!
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•
•
MaxisWay describes the new way we work
together. It consists of guiding principles that
are at the core of everything we do: they drive
our decision making, and they guide us in
our daily work. MaxisWay is our reference
point, always.
We also reduced the levels and tiers in our
organisational hierarchy to better reflect
actual contribution and competence rather
•
A series of motivational talks by prominent
speakers to emphasise our MaxisWay
values and embed them into our DNA.
•
Monthly themes to encourage living our
values and a ‘happy hour’ at work at the
end of the month where employees meet
and mingle with their fellow colleagues.
Organised our first Maxis Sports Carnival
and sponsored regular sports events
and friendly sports tournaments across
the company.
Our Management team was deployed
on the ground to engage with our
customers, employees and dealers, to
better understand and improve customer
experience.
We’ve even designed the “Netbuster
Speedtest App” for 1,000 of our
employees to gain invaluable insights on
Customer Experience of our network
during the Maxis New Network Testdrive
around Malaysia.
200 teams of employees from all levels
personally delivering the newly-launched
iPhone 6 devices to various locations.
Developing Our People
We are completing a physical workspace
makeover that is giving us the most vibrant,
modern, (and fun!) office in the country! The
offices of Maxis now are a true reflection of
the culture we want to create – open and
transparent, flexible and a joy to be in!
There is no fixed seating and every day,
employees start anew by choosing new
workspaces. This also helps to improve
collaboration and cross-functional teamwork.
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Our People
Maxis Academy, our training ground offers
rich learning content that supports the needs
of the business through structured processes
and measurements. Learning is supported by
modern facilities and the latest technologies.
Our investment in online learning, coaching and
mentoring through subject matter experts and
senior leaders is in line with our commitment to
human capital development in delivering quality
learning initiatives to our employees.
NURTURING OUR FUTURE
We are especially enthusiastic about developing
young talents, as well as rewarding and
supporting excellence. The future of Maxis
depends on us giving challenging opportunities
to aspiring young talents who have proven their
capabilities to work hard and excel beyond
academic levels.
Maxis Management Associate
Program (M-MAP)
Maxis has a rigorous, award-winning, twoyear long and highly structured management
associate programme. We choose the best
young talents – whether fresh graduates or
those with a year or two of working experience
elsewhere, to come into the programme.
The Management Associates are given
thorough exposure on various aspects of the
business before they are assigned to their
preferred departments.
The programme also includes shadowing the
senior most members of the Maxis Management
Team (MMT), including the CEO. This gives them
an unparalleled look into how a large and fast
moving company such as Maxis, is run.
The program has been specially honoured
as the Best Management Trainee/Graduate
Program by GradMalaysia and Talentcorp
in 2013. In 2014, Maxis was once again
awarded the telecommunications sector
winner titlein Malaysia’s 100 Leading Graduate
Employers Awards.
Our Management Associate
Programme (M-MAP) has
won awards from TalentCorp,
GradMalaysia and Malaysia’s
100 Leading Graduate
Employers Awards
Maxis Structured Internship
Programme
We offer undergraduates opportunities to gain
on-the-job exposure in the telecommunication
industry through this programme, which is open to
Malaysian students studying locally and overseas.
Annually, Maxis recruits 90 to 120 interns
majoring in either Engineering, IT, Human
Resources, Accounting Finance, Psychology,
Public Relations and Communications. This
programme offers a useful glimpse into our
fast-paced and ever-evolving industry and
ultimately provides a potential talent pool for the
M-MAP programme.
Relationship with Educational
Institutions
In some of these programmes, we work
closely with TalentCorp, Malaysia’s
governmentagency tasked with helping
develop talent in the country.
Harvard Business School, Melbourne University,
Swinburne University of Technology and Vellore
Institute of Technology, are among some of the
schools that Maxis has hosted.
Workforce Diversity
Diversity in people is of great importance for
growing our business. Our 2,900 employees
come from diverse backgrounds including
age, gender, race, nationality and knowledge,
all of which play a critical role in building the
new MaxisWay culture that is underpinned by
the values of being positive, passionate and
collaborative. An environment that encourages
mutual respect, working well together and
having fun will help us realise our aspiration
of being an organisation admired for excellence.
We believe that a culture that inspires true
innovation in Maxis can only come from a
healthy interplay of diverse backgrounds
and demographics.
Maxis has hosted high school and university
students to our premises, through collaborations
with universities and student bodies. In all
instances, the students have had the opportunity
to engage with Maxis senior leaders and be
involved in group projects sponsored by Maxis.
maxis.com.my/people
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Maxis Berhad
Annual Report 2014
Maxis Berhad
Annual Report 2014
Our Corporate Responsibility
CONNECTING THE UNCONNECTED
Maxis recognises the importance of doing
good work with the aim of developing and
enriching the community through education,
using technology. As an enabler, technology
is making a difference in our everyday lives.
Recognising this, our flagship programme,
Maxis Cyberkids was designed to provide
ICT training to students, teachers and the
rural communities. The objective of the
programme is to empower individuals with
skills to adopt and use technology effectively.
MAXIS CYBERKIDS CAMPS
During the year, we conducted 10 camps for
schools located in six states namely, Penang,
Kedah, Perak, Selangor, Negeri Sembilan and
Johor. Out of the 10 camps, five were for
Special Needs Schools (Sekolah Pendidikan
Khas). A total of 229 students and 207
teachers participated in the camps this year.
The Maxis Cyberkids programme which
began in 2002, has reached out to over
9,000 students and teachers, across 1,525
schools throughout the country. For the
hearing impaired children from the Special
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Needs Schools, the training module was
customised to suit their needs. The 10
schools that participated in the camps were
also given the opportunity to showcase their
creative projects at the Maxis Cyberkids
Challenge 2014 in November. For the
Challenge, the participating students created
mobile apps, video animation and short films.
MAXIS CYBERKIDS WITH COMMUNITY
In May 2014, we extended the Maxis
Cyberkids programme to Pusat Internet
1Malaysia (Community Broadband Centres)
in three underserved locations. Two training
sessions were held in Kedah and one session
in Negri Sembilan. During the training, the
participants had the opportunity to learn how
to create emails, blogs and videos. They also
learnt about Google applications.
MAXIS CYBERKIDS WITH EMPLOYEES’
CHILDREN
Children of our employees had fun attending
the holiday camps conducted at our Maxis
Academy. A total of 210 kids aged from 9 to
12 participated in three camps. They were
able to explore and learn about the Internet,
Microsoft Office applications and cyber
safety. An exciting part of the camp was the
team-building exercises where the kids had a
chance to interact and make new friends.
Here’s what some of the students have
said about our camps:
“I learnt how to make paper roller coaster
movies together with my friends! But it
doesn’t stop there – everything else about
the camp is fun!” Amirul Asyraaf bin Mohd
Khaidzir, SMPKV Indahpura, Johor
“I’m so excited! I got to learn how to create a
phone application with App Inventor!” Nurul
Nadhirah bt Razak, SMK Dato’ Undang Musa
Al-Haj, Negeri Sembilan
“I learnt how to write stories in a more
creative way, and Storybird is great for
people like me who love writing!” Nada
Natasha, SMK Dato’ Bentara Dalam
MAXIS SCHOLARSHIPS FOR
EXCELLENCE AWARDS (MSEA)
The MSEA programme which offers
scholarship opportunities to all
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Our Corporate Responsibility
Malaysians, awarded 10 scholarships to
deserving student in 2014 to pursue their
undergraduate studies in the fields of
Engineering, Technology and Social Sciences
at top institutions overseas. Besides the
scholarships, Maxis has put in place a
continuous engagement and development
programme with the scholars, to enable
them to launch their career journey with the
Company upon graduation. To date, Maxis
has invested RM47.9 million which has
enabled 254 young Malaysians to benefit
from education at prestigious universities.
BRIDGING THE DIGITAL DIVIDE
During the year, we ramped up the
number of Pusat Internet 1Malaysia (PI1M)
and Kampung Tanpa Wayar (KTW) sites
in Malaysia – setting up, operating and
managing these wired and wireless sites,
and doing our part in bridging the digital
divide. To date, we have 68 PI1Ms, of which
39 are under construction; and 550 KTWs, of
which 280 are under construction.
GIVING BACK TO THE COMMUNITY
In 2014, Maxis celebrated the festive seasons
by engaging with the community through
several activities. These included hosting
a Chinese New Year celebration for the
senior citizens at Jenjarom Old Folks’ Home
in Banting, a charity event in Kuantan for
several homes during Hari Raya Puasa, and
celebrating Christmas with charity homes in
Kuching, Sarawak. A total of RM90,000 was
contributed to these homes.
For Deepavali, we partnered with LINE and
introduced our ‘Share the Light’ campaign
to encourage and empower Malaysians to
donate digitally for charity. The public could
download free Deepavali stickers from
LINE, where for every single download,
Maxis donated RM1. A total of RM100,000
was raised and contributed to 10 children’s
homes around the country.
DISASTER RELIEF
Towards the end of 2014, the country faced
some of the worst floods in decades. When
it hit the East Coast states, our priority was
to expedite the restoration of communication
services. We deployed mobile transmitters
in areas that were affected by electricity
disruptions to mitigate the situation and
restore connectivity.
We provided free minutes and SMS for
customers in the affected states to stay
in touch with their loved ones. In addition,
we provided 35 free lines at selected relief
centres – 10 in Kota Bahru, 15 in Ipoh and
10 in Kuantan. Further to that, we provided
relief aid to flood victims in three areas by
distributing essential items at relief centres
at Sekolah Kebangsaan Getting, Tumpat,
Kelantan, as well as SK Teluk Kepayang and
SK Muzafar Shah in Bota, Perak.
Our dealers were also not spared from
the floods. More than 100 Hotlink dealers’
shops were damaged and our partners
suffered varying degrees of losses. We
helped to clean up their outlets, refurbish
their display cabinets, restore IT systems
and replenish point-of-sale materials to help
them resume operations.
In addition, Maxis employees who were
affected by the floods were given monetary
aid to get them back on their feet, as well
as hotel accommodation. A Flood Donation
Drive for affected employees was launched
during this period.
ENVIRONMENT
Resource Efficiency
Various energy efficiency solutions that we
have adopted over the years are helping us
to continue to improve our energy usage at
our base stations and Technical Operations
Centres (TOCs). The solutions include
installation of free cooling systems, energy
efficient air conditioners, LED lighting and
the use of solar technology. In 2014, our total
network energy usage was 289 GWh, an
improvement from 295 GWh in 2013.
Going paperless is one of the main initiatives
of our new work culture. This year in our
Menara Maxis office we have reduced the
number of printers per floor from four to
two, to discourage staff from printing and
where possible to avoid unnecessary use
of paper. This does not only reduce waste,
but saves overhead costs and supports an
environmentally friendly practice.
Carbon Management
We manage our carbon emissions by
modernising our 2G and 3G legacy networks,
and introducing energy efficient “Single RAN”
or multi-technology radio platforms. We
have also replaced diesel power with solar
power at remote base stations and advocated
the sharing of networks to avoid resource
duplication. With these initiatives in place,
we have recorded a cumulative reduction
of 56,052 tonnes of carbon dioxide (CO2)
emissions from 2010 to 2014, resulting in a
total reduction of about 6% over five years.
OPERATING RESPONSIBLY AND
ETHICALLY
Maxis operates responsibly and ethically
through our “Code of Business Practice”,
which guides Board members, Management
and employees in upholding the highest
standards of ethical business conduct.
This means being a responsible employer,
maintaining the health and safety of our
employees and contractors, ensuring high
standards of labour and environmental
protection in our supply chain, and
transparent and ethical business practices.
Maxis also ensures that the highest
standards of conduct and integrity are
always at the core of the Company through
the guidance of the Malaysian Code of
Corporate Governance, steered by the Board
of Directors.
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Maxis Berhad
Annual Report 2014